framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Sainsbury's “The BIG Christmas” 2025

Sainsbury's “The BIG Christmas” (2025) is a Sainsbury's commercial directed by Sam Brown for New Commercial Arts, produced by Rogue Films. It won 8 awards, including Creative Circle 2025 Gold Animation - Characters & Creatures : SINGLE, Epica 2025 Silver Festive & Holidays and British Arrows 2025 Craft Silver — Vfx.

A Sainsbury's employee helps the BFG gather ingredients and create a magical Christmas feast for everyone.

Video: Sainsbury's on YouTube

Shot by shot

  1. A man's hands are seen from an overhead perspective, cutting a strange, spiky vegetable on a wooden cutting board in a dimly lit, rustic setting.© Sainsbury's0:00
  2. A small, old man with large ears and white hair sits at a wooden table, surrounded by shelves filled with colorful jars in a dimly lit, magical cave.© Sainsbury's0:07
  3. A young boy stands in a parking lot at night, looking up at a giant, elderly man who is slowly appearing from the shadows.© Sainsbury's0:18
  4. A giant person runs down a snow-covered street lined with houses decorated with Christmas lights, carrying a large bag.© Sainsbury's0:27
  5. A woman with curly hair and a yellow headband smiles while holding a fresh fish wrapped in paper outdoors, with a stone building in the background.© Sainsbury's0:34
  6. A giant-like creature with large ears and a friendly smile looks down at someone, holding green plant-like earrings to its ears.© Sainsbury's0:41
  7. A giant, troll-like creature with large ears and a small bird on its head stands under a stone archway, holding a brown object, as a small dog walks nearby in a rural landscape.© Sainsbury's0:48
  8. A person's hands arrange a variety of fresh vegetables, cheeses, and herbs on a rustic wooden table, preparing for a meal.© Sainsbury's0:56
  9. A salmon terrine with holly garnish is presented on a wooden board on a festive table, with golden light and glitter falling around it.© Sainsbury's1:03
  10. A young female Sainsbury's employee in glasses and a red jacket talks to a large, friendly-looking CGI creature in a fantastical, dimly lit cave-like setting.© Sainsbury's1:10
  11. A cute baby girl with light brown hair, wearing a plaid dress, sits on the floor playing with colorful blocks and a toy in a cozy living room decorated with Christmas lights.© Sainsbury's1:19
  12. A young female Sainsbury's employee in a maroon jacket and pink scarf smiles up at the camera as snow falls around her at night.© Sainsbury's1:27

Stills © Sainsbury's. Made by New Commercial Arts, Rogue Films and Sam Brown.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

The BFG and Sainsbury's collaborate to make Christmas big and magical.

Tagline: “Sainsbury's. Good food for all of us.”

fantasy creature in real worldmagical realismunlikely friendshipChristmas spiritfood transformationcommunity feast

The cut

Length
105 s
Shots
47
Average shot
2.2 s
Format
mixed

What creatives use Sainsbury's “The BIG Christmas” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Sainsbury's “The BIG Christmas”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man's hands are seen from an overhead perspective, cutting a strange, spiky vegetable on a wooden cutting board in a dimly lit, rustic setting.© Sainsbury'sA small, old man with large ears and white hair sits at a wooden table, surrounded by shelves filled with colorful jars in a dimly lit, magical cave.© Sainsbury'sA young boy stands in a parking lot at night, looking up at a giant, elderly man who is slowly appearing from the shadows.© Sainsbury'sA giant person runs down a snow-covered street lined with houses decorated with Christmas lights, carrying a large bag.© Sainsbury's
    Frames from Sainsbury's “The BIG Christmas”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Sainsbury's “The BIG Christmas” in order, with its length, framing and what happens in it.

    A man's hands are seen from an overhead perspective, cutting a strange, spiky vegetable on a wooden cutting board in a dimly lit, rustic setting.© Sainsbury'sA small, old man with large ears and white hair sits at a wooden table, surrounded by shelves filled with colorful jars in a dimly lit, magical cave.© Sainsbury'sA young boy stands in a parking lot at night, looking up at a giant, elderly man who is slowly appearing from the shadows.© Sainsbury'sA giant person runs down a snow-covered street lined with houses decorated with Christmas lights, carrying a large bag.© Sainsbury'sA woman with curly hair and a yellow headband smiles while holding a fresh fish wrapped in paper outdoors, with a stone building in the background.© Sainsbury'sA giant-like creature with large ears and a friendly smile looks down at someone, holding green plant-like earrings to its ears.© Sainsbury's
    Length: 105 s · Shots: 47 · Average shot: 2.2 s · Format: mixed

  3. 03Ad ideas: every spot built on a magical realism

    Before you present an idea, you need to know who has done it, and how.

    Sainsbury's “The BIG Christmas” is built on a magical realism. Search the library by idea to see every spot that uses it.

    Squarespace “A Tale as Old as Websites”© SquarespaceBurbery “Burberry "Open Spaces”© BurberyPocari Sweat “Find Your Own Way”© Pocari SweatBurberry “Festive”© Burberry
    Squarespace · Burbery · Pocari Sweat · Burberry

More commercials by Sam Brown

More from New Commercial Arts

Award-winning retail commercials

Questions

Who directed the Sainsbury's “The BIG Christmas” commercial?

Sam Brown directed it, produced by Rogue Films, for the agency New Commercial Arts.

Which agency made Sainsbury's “The BIG Christmas”?

New Commercial Arts created it for Sainsbury's (2025).

What awards did Sainsbury's “The BIG Christmas” win?

8 awards, including Creative Circle 2025 Gold Animation - Characters & Creatures : SINGLE, Creative Circle 2025 Gold Animation - Digital 3D - CG : SINGLE, Epica 2025 Silver Festive & Holidays and British Arrows 2025 Craft Silver — Vfx.

What is the tagline of Sainsbury's “The BIG Christmas”?

“Sainsbury's. Good food for all of us.”

Sources for the credits and awards

britisharrows.comaicpawards.comwinners.epica-awards.comcreativecircle.co.ukdandad.org